Arts and Creative Industries / Creative Industries / ICC Immersion programme bridges French and South African creative industries

ICC Immersion programme bridges French and South African creative industries

Arts and Creative Industries
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14 July

Launched in 2022 under the France 2030 initiative, the ICC Immersion programme supports French entrepreneurs in the cultural and creative industries (CCI) as they expand into global markets. Implemented in South Africa by Institut français in Paris, the French Institute of South Africa (IFAS), Business France, and Business France South Africa and Southern Africa, the initiative connects French companies with key players in South Africa’s dynamic creative sector.

Following three months of immersion into the local ecosystem, the first edition of ICC Immersion in South Africa has officially concluded. This year’s cohort featured nine innovative CCI companies—Allegria, Atrack (Beam for Music), Agence Culturelle PLUS (Reunion Island), Culturespaces, Fabrik & Moi (Reunion Island), France Muséums Développement, Jakob + MacFarlane, Memorist, and Sound Birth—representing fields from architecture and immersive technology to museum development, cultural consultancy, and music innovation.

Structured in two phases, the programme began with a virtual immersion (April–June), offering expert-led sessions to help participants navigate the South African market.

The second phase—a 10-day in-person immersion from 23 June to 2 July—took place across Johannesburg, Pretoria, and Cape Town. In Johannesburg, the delegation explored key local institutions including Wits Digital Dome, Tshimologong Digital Innovation Precinct, Joburg Contemporary Art Foundation, Constitution Hill and Trace Studios, and attended tailored B2B meetings with potential strategic partners. A key highlight was the ICC Forum on 25 June, held at the French Residence in Pretoria, which brought together sector leaders for dynamic panel discussions on themes shaping the future of the creative industries, including green design, digital innovation, inclusive cultural spaces, and urban tourism.

In Cape Town, they deepened connections with local creatives and institutions, including visits to Zeitz MOCAA, Desmond and Leah Tutu Legacy Foundation and Spier Wine Farm, offering valuable insights into cultural heritage and social innovation. The programme wrapped up with a networking reception hosted by Wesgro.

Watch this video to see what the delegation got up to during their immersion.

ICC Immersion is coordinated by the Secrétariat Général pour l’Investissement (SGPI) and driven by the Institut Français and Business France, with support from the Banque des territoires, the French Ministry of Culture and the Ministry of Europe and Foreign Affairs. The 2025 edition is implemented by IFAS and Business France in Johannesburg.

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Launched in 2022 under the France 2030 initiative, the ICC Immersion programme supports French entrepreneurs in the cultural and creative industries (CCI) as they expand into global markets. Implemented in South Africa by Institut français in Paris, the French Institute of South Africa (IFAS), Business France, and Business France South Africa and Southern Africa, the initiative connects French companies with key players in South Africa’s dynamic creative sector. This year’s cohort featured nine innovative CCI companies—Allegria, Atrack (Beam for Music), Agence Culturelle PLUS (Reunion Island), Culturespaces, Fabrik & Moi (Reunion Island), France Muséums Développement, Jakob + MacFarlane, Memorist, and Sound Birth—representing fields from architecture and immersive technology to museum development, cultural consultancy, and music innovation. Altogether, the South African edition fostered meaningful exchange between French and South African cultural leaders, opening the door to future collaborations across the two countries.  Special thank you to the featured sites: Constitution Hill Desmond & Leah Tutu Legacy Foundation Joburg Contemporary Art Foundation Spier Wine Farm, TRACE Studios Tshimologong Digital Innovation Precinct Wesgro Wits Digital Dome Zeitz Museum of Contemporary Art Africa ----- ICC Immersion is coordinated by the Secrétariat Général pour l'Investissement (SGPI) and driven by the Institut Français and Business France, with support from the Banque des territoires, the French Ministry of Culture and the Ministry of Europe and Foreign Affairs. The 2025 edition is implemented by IFAS and Business France in Johannesburg.
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For a closer look at the Création Africa journey, watch the testimonial video featuring the entrepreneurs in their own words. Hear firsthand how the programme has shaped their ventures, opened up international connections, and provided a platform to bring Southern African creativity to the global stage.
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